About the Author
Corey is the owner and President/CEO of Voltage. He has spent 18 years working in strategic and leadership roles focused on growing national and local client brands with award-winning, ROI-generating digital strategies. He's a recent recipient of the KCDMA 2019 Marketer of the Year award.
Businesses (rightly) focus on outcomes that matter to their stakeholders like net profit and the steps in their sales pipelines, processes, and funnels that drive to that. Digital marketers often speak in metrics like impressions, pageviews, and conversions.
My team focuses heavily on connecting marketing KPIs and outcomes to business outcomes and ROI. That’s the holy grail for us as we work to make sure clients have a clear picture of return on investment in their overall marketing spend. While things often get harder to track with the need to connect sales and customer data after the last tracked KPI or action in a website, one of the biggest KPIs for digital marketers continues to be conversions.
A conversion is a self-defined goal activity that can include a lead form submission, e-commerce transaction, email sign up, or any other defined activity that has value to the marketer and the business.
Naturally, conversion rate is the rate at which site visitors convert. I had a chance to go into the details on this topic including how to calculate it recently and encourage you to check it out to ensure you have it mapped out properly and can use it in a meaningful way for your business.
Go deeper and check out my full article, What is Conversion Rate and How Do you Calculate It?, on Search Engine Journal.